TT: I am with one of the most talented individuals we continue to have the pleasure to work with and have known for… is it “decades” now? How about we just go with the term “ages” lol. For those who may not be familiar, could you do us the honor of introducing yourself as well as your area of expertise?

CM: Hello all! Yes, it has been a long time! My name is Christina Ulfe, I am a graphic designer and illustrator, specializing in package design and technical illustration. I’m the owner and designer of Christina Marie Design, LLC I live and work in NE Florida with my family on a small homestead.

TT: How did you first get into Graphic Design? Did you always know that it is what you wanted to do?

CM: I actually didn’t. I knew that I wanted to do something using my drawing ability. I considered illustration, fashion design, architecture and at one point even considered giving up on being a “starving artist” and get into nursing. Once I started looking at college and university programs for degrees in illustration, I stumbled across Graphic Design. I thought I would need to choose a specialized program for either branding, motion graphics, advertising and marketing, 3D or web design, which at the time was how the program for my associates was broken up, but I didn’t know which area to focus on. I took a few years off after I got my associates degree and pursued other things and when I decided to return to school for my bachelors degree, I found out that specializing in Graphic Design required all areas of digital media. I ended up learning it all and although I’m not proficient in it all, I am now what you would consider a multi layered professional which is very important in this industry.

TT: Why would you say that being a multi-layered professional in this industry is very important? Wouldn’t some people criticize that an individual that is multi-layered may find themselves with the “jack of all trades but master of none” label?

CM: The quote when simplified is so limiting. I think the full quote is, “A jack of all trades is a master of none, but oftentimes better than a master of one.” This version, original or not, actually highlights the value of a multi-layered professional in this industry. Besides highly sought after talent, the individual in question really shows their desire and ability to connect and to become involved in multiple projects  professionally. A strong competitive advantage like this can help someone shine among their peers. It is hard to overlook the versatility of a highly adept creative, however, take caution as it is also very easy to overwhelm your professional abilities. By taking on more hats, you may end up outside of your preferred area of expertise, or you could experience burnout. Also, if you end up stretching yourself too thin, it could become difficult to balance your knowledge base. There is a comfort zone for everyone.

TT:  That’s a great answer! How often do you find yourself creating a design, or making modifications to one, to meet the satisfaction of your client, although you personally would… let’s just say… “go in a different direction”? Also, in those instances, do you outwardly voice your opinion?

CM: This is a question that is very important to consider! If you do not set limits for yourself or your client, one of you will be losing time, money or energy. I make sure I let my client know my intent before I even get started by creating a contract. This is the most important thing to do prior to any creative work! Professionally, you have to create limits for yourself and your client or the time and energy it takes to complete the work will get out of hand. At a design firm, the contract is created and a team of designers are set to design within a specific timeframe by their project lead. Opposite of that structure are freelancers, who are juggling multiple projects at once and need to itemize time for each one. A design is normally contracted according to a set fee or hourly fee, an expected delivery date and an agreed upon delivery method. But if you don’t talk about the process, this can get either you or the client in trouble, especially if you cross out of bounds with unexpected changes or changes in direction. Generally speaking, during first communications, I normally hash out a typed up agreement. Depending on the professional project, it can be written in an email or a specialized document created in advance and used/edited for each client. 

A logo design, for example: After meeting and going over project goals, I send out the contract for approval. Once approved I have four steps to my process. Thumbnails, preliminary, final, edits. First, I initially start with a series of 4-8 thumbnail sketches and together we whittle this down to three preliminary designs. Second, we communicate again and then whittle down to one or two designs. Third, we meet again or I send them the for final direction. It is important to communicate to ensure they are getting what they paid for. After finalizing, the client is limited to 3 modifications on that design prior to delivery or they will have to request to pay more for each additional change as well as a new contract. 

If I think of something that would improve the design, I make it clear straight away! Many times these improvements may not be clear to the client, so I do attempt at explaining it or I will create an example of that other direction when I present my ideas. If they pass it over, I have to respect that because they are paying me for a service. In the end, although it is my creative work, they are the ones commissioning the work. You are bringing their vision to life with your skill.